China's beer market, the world's largest, set for bounce as drinkers go high-end

With more sporting events in the summer such as the ongoing Euro 2024, the Copa America and the Summer Olympics, analysts think that beer demand will gradually improve.

Sporting events such as the ongoing Euro 2024, the upcoming Copa Americana and Paris Olympics, coupled with hotter weather, are expected to drive up demand for the beverage.CGS analysts Lei Yang and Sun Feifei highlighted in a report published last month that higher-than-expected sales of premium beer products in the catering and entertainment channels are expected to lift the sector.

The trend favoring higher-end beer is expected to boost margins for breweries, further aided by cheaper barley prices that are driving costs lowers, Sun and Lei said.

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